Unforgotten Brands: Luna
𝐔𝐧𝐟𝐨𝐫𝐠𝐨𝐭𝐭𝐞𝐧 𝐁𝐫𝐚𝐧𝐝𝐬: 𝐋𝐮𝐧𝐚
In the early 1970s, India was on the cusp of transformation. Bicycles dominated the roads, and motorcycles were still a luxury for the affluent.
In this backdrop, a visionary idea was born in Pune, where Kinetic Engineering, part of the Firodia Group, set out to create a two-wheeler that was affordable, easy to use, and practical for the everyday Indian – a blend of bicycles and motorcycles.
✅Naming
Inspired by the Italian Piaggio’s Ciao, they developed a 50cc moped. Gave it a celestial name: Luna, Latin for “moon.”
✅Launched in 1972: Small Size, Big Impact
When Luna was launched in 1972, it weighed just 50 kilograms and could be pedalled like a cycle when it ran out of fuel.
It was India’s very first moped—simple, reliable, and aspirational. The middle class found the lightweight build, affordable pricing, and ease of use appealing, and Luna quickly gained widespread recognition.
Pune, already known as the bicycle capital, quickly adopted the moped. Bookings soared, and the Luna began its journey from a novelty to a national phenomenon.
✅Winning Trust Through Innovation and Grit
Despite the promise, people were initially sceptical. Could this tiny machine survive Indian roads? Would it have enough power for daily use?
To silence the doubts and build trust, Arun Firodia, the force behind Luna, devised one of the most iconic publicity stunts in Indian marketing history—a race between the Luna and the Deccan Queen, one of India’s fastest trains. The idea sounded absurd. How can a 50cc moped compete with a superfast express?
But the race was real. It started at Pune station and ended at Dadar in Mumbai. The Luna zoomed through the old highway, past Khandala’s tricky ghats, and to everyone’s surprise, beat the Deccan Queen by 15 minutes.
That race wasn’t just a gimmick. It was a statement—about belief, ingenuity, and confidence in Indian engineering.
✅The Brand of Bharat
In an India that was waking up to consumerism, Luna wasn’t marketed with glam or celebrity power. Its success came from understanding the pulse of Bharat—ordinary Indians on the move, chasing dreams, often held back by time and lack of mobility.
The ads featured relatable characters—students, clerks, and nurses—struggling to keep up with their lives. And then came Luna, changing their lives.
Taglines like:
“Chal Meri Luna”
“Safalta Ki Sawari, Luna”
“Luna karti pucca vaada, kharcha kam, mazbooti zyada”
…became etched in public memory.
TO READ THE REST, PL VISIT
Unforgotten Brands: Luna
In the early 1970s, India was on the cusp of transformation. Bicycles dominated the roads, and motorcycles were still a luxury for the affluent.
In this backdrop, a visionary idea was born in Pune, where Kinetic Engineering, part of the Firodia Group, set out to create a two-wheeler that was affordable, easy to use, and practical for the everyday Indian – a blend of bicycles and motorcycles.
✅Naming
Inspired by the Italian Piaggio’s Ciao, they developed a 50cc moped. Gave it a celestial name: Luna, Latin for “moon.”
✅Launched in 1972: Small Size, Big Impact
When Luna was launched in 1972, it weighed just 50 kilograms and could be pedalled like a cycle when it ran out of fuel.
It was India’s very first moped—simple, reliable, and aspirational. The middle class found the lightweight build, affordable pricing, and ease of use appealing, and Luna quickly gained widespread recognition.
Pune, already known as the bicycle capital, quickly adopted the moped. Bookings soared, and the Luna began its journey from a novelty to a national phenomenon.
✅Winning Trust Through Innovation and Grit
Despite the promise, people were initially sceptical. Could this tiny machine survive Indian roads? Would it have enough power for daily use?
To silence the doubts and build trust, Arun Firodia, the force behind Luna, devised one of the most iconic publicity stunts in Indian marketing history—a race between the Luna and the Deccan Queen, one of India’s fastest trains. The idea sounded absurd. How can a 50cc moped compete with a superfast express?
But the race was real. It started at Pune station and ended at Dadar in Mumbai. The Luna zoomed through the old highway, past Khandala’s tricky ghats, and to everyone’s surprise, beat the Deccan Queen by 15 minutes.
That race wasn’t just a gimmick. It was a statement—about belief, ingenuity, and confidence in Indian engineering.
✅The Brand of Bharat
In an India that was waking up to consumerism, Luna wasn’t marketed with glam or celebrity power. Its success came from understanding the pulse of Bharat—ordinary Indians on the move, chasing dreams, often held back by time and lack of mobility.
The ads featured relatable characters—students, clerks, and nurses—struggling to keep up with their lives. And then came Luna, changing their lives.
Taglines like:
“Chal Meri Luna”
“Safalta Ki Sawari, Luna”
“Luna karti pucca vaada, kharcha kam, mazbooti zyada”
…became etched in public memory.
TO READ THE REST, PL VISIT
Comments